Vikrant Mathur

State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.

CTV publisher Future Today banks on co-viewing to prove the value of household-level targeting against ad impressions served within its children’s streaming app, HappyKids. Future Today can’t track or store personal identifiable information for advertising on children’s content, but it can home in on co-viewing households to drive better business outcomes.